Achieving energy efficiency through behaviour change: what does it take? Dr Anca-Diana Barbu Project manager, European Environment Agency Amsterdam, 16 October 2013
Many factors influence consumption practices
Potential energy savings due to behaviour change
Savings possible...if Ø Consumers are provided with appropriate frames of reference in order to determine whether their energy consump6on is excessive or not Properly designed project pilots to take into considera6on consumer diversity (home ownership, age, level of income, etc); Find synergies between various programmes; example the smart meter roll- out in Denmark and Italy Understand the rela6onship between feedback measures, demand response measures and energy efficiency programs
Savings possible...if Ø Structural factors are addressed to enable a more ac6ve par6cipa6on of consumers in the energy markets Ø Dynamic pricing Ø Tariff structures.very important to ALLOW SUFFICIENT TIME for the public to understand the change brought about by the new regime and the consequences on the budget and energy consump6on; examples from Sweden and Ireland Ø There is a bemer understanding of the rebound effect Ø Adequately es6mate the size of this effect remains a challenge Ø Some rebound effect exist but it is not sufficient to jus6fy delaying investments in energy efficiency and behaviour change measures Ø Need to account for mul6ple benefits of energy efficiency
EEA survey on energy consumption main questions Ø What would be the strongest mo6va6on for you to reduce your household energy use? Ø Easier and more frequent access to straighuorward informa6on on the household consump6on (e.g. via smart meters, more frequent energy bills, etc) Ø Access to informa6on about the energy use of comparable households Ø Knowledge about energy- saving technologies Ø Increase in energy prices Ø Other Ø Which of the following, if any, would help you to bemer understand your household energy use? Ø Easy- to- understand, informa6ve and comparable bills (e.g. comparison with last year consump6on, etc) Ø More frequent bills Ø Personalised website Ø Personalised informa6on and alerts available on mobile technologies
EEA survey on energy consumption main questions Ø How much of the household s income goes towards your energy bill (electricity, hea6ng, etc) Ø Up to 5% Ø 5% to 10% Ø More than 10% Ø I do not know Ø Some countries have introduced energy pricing tariffs for households where users are charged more during periods of high demand and less during periods of low demand. If such a scheme were to be introduced in your area, how do you think it would affect your energy bill? Ø I think it will increase it because I do not think I can avoid using energy at 6mes of high demand Ø I think it will 2013 decrease - my energy bill because I will be encouraged to change my habits to take advantage of the lower rates during low demand Ø I am not sure but I think it will increase my energy bill Ø I am not sure but I think it will decrease my energy bill
EEA survey on energy consumption main questions Ø Reduc6ons in household s energy use can be achieved by making improvements in buildings or use more efficient appliances. If you were to make such improvements, how would you prefer them to be financed? Ø From personal savings and commercial loans Ø Through a loan with subsidized interest rate Ø Through a financing scheme with the energy supplier Ø Through taxes on energy (e.g. higher taxes and the revenue is par6ally used for energy efficiency) Ø Through governmental subsidies Ø I do not know because I did not consider the issue before Ø I do not know because I do not understand what the different schemes entail
EEA survey on public attitude towards energy consumption 1 3 Age 109 153 17 or younger 18-20 0 45 Educa6on Did not amend school 207 21-29 30-39 347 High school or lower 291 40-49 50-59 590 University degree 218 60 or older Higher educa6on (e.g. MSc, PhD) Income 236 77 116 Under 10,000 10,000-19,999 EEA survey on energy consump6on 20,000-59,999 60,000 or above 371
Strongest motivation to reduce energy consumption Other (please specify) Knowledge about new energy- saving technologies, appliances, home- improvements, etc. I rent my home Increases in energy prices Easier and more frequent access to straight- forward informa6on on how much energy your household uses (e.g. smart meters, more frequent energy bills etc.) Access to informa6on about the energy use of comparable households I rent a room in shared accommoda6on (incl. living with parents) I own my home (or pay a mortgage) 0 50 100 150 200 250
Strongest motivation to reduce energy consumption Other (please specify) Knowledge about new energy- saving technologies, appliances, home- improvements, etc. Under 10,000 Increases in energy prices No answer 60,000 or above Easier and more frequent access to straight- forward informa6on on how much energy your household uses (e.g. smart meters, more frequent energy bills etc.) Access to informa6on about the energy use of comparable households 20,000-59,999 10,000-19,999 0 20 40 60 80 100 120 140
Strongest motivation to reduce energy consumption Other (please specify) Knowledge about new energy- saving technologies, appliances, home- improvements, etc. No answer 60 or older 50-59 Increases in energy prices Easier and more frequent access to straight- forward informa6on on how much energy your household uses (e.g. smart meters, more frequent energy bills etc.) 40-49 30-39 21-29 18-20 17 or younger Access to informa6on about the energy use of comparable households 0 20 40 60 80 100 120
What information needed to understand your consumption Personalised website with the household s energy use informa6on Personalised informa6on and alerts on the household s energy consump6on available on mobile technologies (e.g. through a mobile phone text message) Other (please specify) University degree Higher educa6on (e.g. MSc, PhD) High school or lower More frequent energy bills (e.g. once a month) Easy- to- understand, informa6ve and comparable energy bills (e.g. including data on energy use compared to the same period last year, household averages, etc.) 0 50 100 150 200 250
What information needed to understand your consumption Personalised website with the household s energy use informa6on Personalised informa6on and alerts on the household s energy consump6on available on mobile technologies (e.g. through a mobile phone text message) 60 or older 50-59 Other (please specify) 40-49 30-39 21-29 More frequent energy bills (e.g. once a month) Easy- to- understand, informa6ve and comparable energy bills (e.g. including data on energy use compared to the same period last year, household averages, etc.) 18-20 0 50 100 150
Dynamic pricing I think they will increase my energy bill because I don t think I can avoid using energy at high demand times 9.8% I think they will decrease my energy bill as I may be encouraged to change my energy use habits to take advantage of the lower-priced rates 21.5% 14.5% I am unsure of how such pricing schemes may impact my energy bill but I think it will increase it 16.3% 37.9% I am unsure of how such pricing schemes may impact my energy bill but I think it will decrease it Other (please specify)